Less than a month ago Brewdog was a brand delivering on a promise of punk, sailing as close to the wind as any brave mariner, and on occasion closer still.
Only weeks ago, a group comprising 76 former employees at BrewDog created a website ‘Punks With Purpose’ which levelled numerous accusations at the door of their former employer centring on a toxic culture of ‘cult’ and ‘fear’. The number of former and current employees now signing off on the ongoing correspondence between Brewdog and Punks With Purpose is over 250.
Brewdog always courted controversy and built a formidable PR identity on the back of it. But a brand based on culture cannot afford to have that culture tarnished in the way Punks With Purpose have achieved.
Yesterday The Guardian reported on another brand promise from Brewdog that again on inspection delivers only three microns of reality.
A recent sales promotion campaign from Brewdog offered a prize of “one (of nine) gold Hazy Jane cans worth £15,000 and £10,000 of BrewDog shares”.
One winner of a gold can of BrewDog beer was ‘disappointed’ when he discovered the prize turned out to be largely made of brass.
The current gold price of approximately £1,300 per ounce would require a gold can to contain circa eleven ounces of gold, to reach Brewdog’s valuation. But a certificate accompanying the prize from BrewDog confirms the can is coated with gold plating three microns thick.
Some winners have contacted the Advertising Standards Authority and others are now examining other routes to force Brewdog to deliver on its promise.
The prizes also include invitations to a VIP tour of the company’s brewery in Ellon, Aberdeenshire, we understand none have been accepted. It seems brand navigation at Brewdog is currently way off course.
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